Academic Scientific JournalsGreenland is the people... Shaping the axiological system by the media in the USA and Sweden: A case study
DOI:
https://doi.org/10.26881/bp.2025.4.01Keywords:
multimodality, constructivism, media language, values, GreenlandAbstract
The subject of this article is the shaping of the axiological system by the media in the United States and Sweden. The medium chosen for this study is television, which, thanks to the specificity of its language, creates not only audiovisual images of reality but also shapes specific types of audience awareness. This is because language is a communication tool that can both convey and influence something. A multimodal analysis was chosen to examine the values presented in selected fragments of American and Swedish TV programs, as a reliable study of television messages is only possible by considering each of their audiovisual elements and the interrelationships between them. The topic presented and analyzed concerns the offer to purchase Greenland, made by US President Donald Trump during his first and second terms, which (due to the intervening presidency of Joseph Biden) are separated by five years. This topic, raised in 2019, becomes relevant again in 2025. The article highlights the differences visible in this time period, which concern the media presentation of the topic, including the message of values, constructed in the USA and Sweden.
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